Social influence

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SOCIAL INFLUENCE: Changing Others’ Behavior

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What is Social Influence? Social influence refers to the efforts of others to change our attitudes, beliefs, perceptions, or behaviors.

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Social InfluenceConformity - changing one’s behavior in response to real or imagined pressure from othersCompliance - responding favorably to an explicit request by another personObedience - social influence in which the less powerful person in an unequal power relationship submits to the demands of the more powerful person

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ConformityConformity-change attitudes and behavior in order to adhere to social norms• Types of Norms (norms: rules for behavior) – explicit (written) – implicit (unwritten) – descriptive- what most people do – injunctive- what should be done

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Conformity1. Automatic Mimicry and the Chameleon Effectchameleon effect –the non-conscious mimicry of the expressions,mannerisms, movements,and other behaviors ofthose with whom one is interacting

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Conformity2. Informational Social Influence andSherif’s Conformity Experiment• Informationalsocial influence-the influence ofother people that results from takingtheir comments oractions as a source ofinformation as to what is correct or proper

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Conformity3. Normative Social Influence andAsch’s Conformity Experiment• Normative socialinfluence - the influenceof other people that comesfrom the desire to avoidtheir disapproval, harshjudgments, and other socialsanctions.

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Resisting ConformingWays to resist conformity• Desire for individuality – more conformity occurs in collectivistic cultures, regardless of group size• Desire to exert control over one’s life – as the need for personal control increases, conformity decreases

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Summary• Most people behave in accordance with social norms most of the time (conformity)• Many factors determine to what extent conformity occurs – Cohesiveness – Group size – Norms• Resistance to conformity comes from: – Strong need for individuality (individuation) – Strong need for control

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Compliance Techniques• Tactics based on liking –ingratiation- enhance self or flatter target –personal appeals - appeal to feelings of loyalty, friendship• Tactics based on commitment/consistency –foot-in-the-door- small request followed by larger one –lowballing- changing the deal midstream

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Compliance Techniques 2• Tactics based on reciprocity – door-in-the-face- large request followed by smaller one – “that’s not all”- sweeten the deal midstream• Tactics based on scarcity – playing hard to get- suggesting item is scarce (valuable) – deadline technique- limited time to buy

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Compliance Techniques 3• Rational Persuasion – Elaboration-Likelihood Model• Tactics based on mood – Negative mood • negative state relief hypothesis - The idea that people engage in certain actions, such as agreeing to a request, in order to relieve negative feelings and to feel better about themselves – good mood- prime happy thoughts (AIM model) • Inspirational appeals

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Summary• There are many different tactics people use to gain compliance.• These compliance tactics are based on well-known psychological principles.• These techniques should be used ethically and responsibly.

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ObedienceObedience- change behavior in response to direct orders from authority (most direct form)• Milgram’s Obedience Study – Participants told to deliver increasing levels of shock to a “learner” each time he made an error on a simple learning task. Why did so many people obey? What was wrong with them?

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Why did so many obey?• experimenter said he was responsible (diffusion)• commands were gradual in nature• participants had little time for reflection• experimenter was perceived as an authority figure – People believed he had the power to influence/control their behavior

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Sources of Authority (Power)Source DefinitionCoercive Ability to punish or remove positive consequencesReward Ability to provide positive or remove negative consequencesExpert Person has expertise (knowledge) not widely availableLegitimate Believe person has influence because of role.Referent People identify with or want to be like authority figure

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Resisting Obedience• Ways to resist obedience – take responsibility for any harm produced – realize total submission is inappropriate – question authority’s motives – increase awareness of the power of the situation

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Summary• Obedience is most direct form of social influence• Persons readily obey commands, even those from a relatively powerless source of authority• Many factors influence obedience – diffusion of responsibility – perceived authority – gradual escalation of commands – rapid pace of situation• Several strategies can be used to reduce obedience

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Resisting Social Influence• Reactance theory - reasserting prerogatives in response to the unpleasant state of arousal experienced by people when they believe their freedoms are threatened.